growththrough

AplatformforY.UTube

creativity

@FirstWeFeast

ExploringYouTube’sU.S.Impactin2024

@CowboyKentRollins

@blogilates

ForewordImpactintheU.S.

SharedOpportunity

SharedGrowth

SharedLearning

SharedCulture

Appendix

03AletterfromYouTubeCEO

04YouTube’sImpactintheU.S.

06SharedOpportunity

15SharedGrowth

20SharedLearning

27SharedCulture

36Appendix

ThedatainthisreportistakenfromresearchcompletedbyOxfordEconomics,unlessotherwisenoted.Formoreinformation,pleaseseeSurveyMethodology

andEconomicModelingMethodologyQ&Aattheendofthisreport.2

3

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

Injusttwodecades,YouTubehasfundamentallyreshapedhowwewatchandcreateentertainment.YouTubehasbecomethedestinationforallthecontentpeoplelovefromscriptedshowsand

podcasts,tomusicandlivesports.Andit’sallthankstoourcreators.

NealMohan

WelaunchedtheYouTubePartnerProgramin2007,whichlaidthefoundationofthe

creatoreconomyasweknowittoday.

Atthattime,thetermcreatordidn’tevenexist—nowit’sadreamcareerfor

millionsofpeople.

WithmoreviewersandmoreadvertiserscomingtoYouTube,theopportunityfor

creatorshasneverbeengreater.Foroveradecade,thetotalamountYouTubehaspaidcreatorshasgrowneverysingleyear.Andthisgrowthhasacceleratedthelastthreeyears.

Andforthefirsttime,YouTubeeclipsed$50billionintotalU.S.GDPcontributionin2024,supporting490,000jobs.

Therearemorewaysforcreatorsand

businessestomakemoneyonYouTubethanever,andwe’reseeingthemreinvestthismoneyintheircontent,teams

andoperations.

Lookingatthismomentumandtowardthenexttwodecades,thecreator

economyisjustgettingstarted.ThankyoutoeveryonewhohasbeenapartofYouTube’sincrediblestorysofar.We’reexcitedtoseewhatournext20yearshaveinstore.

NealMohanYouTubeCEO

*AccordingtoresearchbyOxfordEconomics4

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

YouTube’simpact

$55B

GDP

intheU.S.

YouTube’screative

ecosystemcontributedover$55billiontotheU.S.GDPin2024.*

In2007,YouTubehadaradicalideathat

shouldn’thavebeensoradical—whatif

creatorsearnedarealshareofthevalue

theycreate?Bysharingmorethanhalfof

advertisingrevenuedirectlywithcreators,

YouTubebrokedownthetraditionalbarrierstoentry.Thisempoweredanyonetobuild

abusiness,generateanincomeandhire

employees,establishingthecreatoreconomyandfosteringtheriseofnext-generation

mediacompanies.

Today,YouTubeprovidesavibrantplatformformillionsofbusinessesandcontent

490K

FTE

creatorstoconnectwithAmericansand

YouTube’screative

ecosystemsupported

morethan490,000

full-timejobsintheU.S.*

theworld.ThesecreativeentrepreneursaremakingvideosforthebillionsofpeoplewhoturntoYouTubeeverymonthforentertaining,educationalandculturalcontent.

Sharingmorewith

creatorssotheycan

sharemorewithothers

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

Creatorsfindaudiences,launchcareersandbuildbusinessesonYouTube

Shared

@datlouisianalife

Opportunity

@graciecscorner

@shawnwillsey

YOUTube

ForewordImpactintheU.S.

SharedOpportunity

SharedGrowthSharedLearningSharedCultureAppendix

Sharingmore

withcreators

Audiences

discover

content

Advertisers

buyads

oncontent

Creatorsmakequalitycontent

Everyday,creatorssharetheirvoicesonYouTube,and2billionviewersworldwidediscovertheircontent.AdvertisersbuyYouTubeadsonthiscontent,enabling

themtoreachanengagedaudience.

YouTubesharesmorethanhalfofthis

advertisingrevenueplusadditionalrevenuefromYouTubePremiumsubscriptions

withcreators.

Creatorsbuild

businesses

andscale

Creatorsearn

55%ofadand

subscription

revenue

Thisempowerscreatorstocontinuallydevelopcontent,growtheirfanbaseandbuildjob-creatingbusinessesthatspanbeyondYouTube.

YouTubepaidmorethan$70billiontocreators,artists,

andmediacompaniesinthe

3yearspriortoJanuary2024.*

$70B+

*YouTubeInternalData,Dec20247

8

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

Ads

MonetizingthroughtheYouTubePartnerProgram*

Gifts

YouTubeShopping

Overtheyears,we’vecontinuedtoinvestin

Channel

Memberships

SuperThanks10ways

newmonetizationoptionsforcreatorsbeyondadvertising.Therearenow

10wayscreators

canearnmoney

*fromrevenuesharingand

fanengagement.

Forexample,SuperChatisafanengagement

toearn

featurewhereviewerscanpurchaseahighlightedmessageinavideo’schatstreamthatstandsoutfromthecrowdtogetmoreattentionfromtheirfavoritecreators.

SuperStickers

SuperChat

Toolslikethisincreasecreators’earningsandhelpthembuildtheircommunity.

BrandConnectTicketing

YouTube

Premium

*ScantolearnmoreabouttheYouTubePartnerProgram

SharedOpportunity

YOUTubeForewordImpactintheU.S.SharedGrowthSharedLearningSharedCultureAppendix

Forcreators,personalizationhelps

theircontentgetdiscovered

@stewarthicks

Thereareover20millionvideosuploadedtoYouTubeeverydayandover20billionvideosonYouTube.*That’swhypersonalizationisessentialtohelpcreatorsbreakthroughand

growanaudience.

Forviewers,personalizationorganizescontentintorecommendationsthatarerelevantanduseful.

71%

67%

71%ofcreatorswhoearn

moneyfromYouTubeagreethatYouTubeprovidesanopportunitytocreatecontentandearn

moneythattheywouldn’tgetfromtraditionalmedia.**

70%ofcreatorsagreethat

70%

personalizedrecommendationsonYouTubeareimportanttogrowtheiraudiences.**

67%ofcreatorsagreethat

YouTubeisanessentialplatformtoearnaglobalpresence.**

*YouTubeInternalData,April2025

9

**AccordingtoresearchbyOxfordEconomics

YOUTube

ForewordImpactintheU.S.SharedOpportunity

CasseyHoevolvesfrom

fitnesscreatortoretailCEO

Duringcollege,CasseyHotaughtPilatesclassestoearnextramoney,blendingpopmusicwithclassicworkoutstocreateasignaturestyleshecalledPOPPilates?.AfterCasseygraduatedandmovedto

theEastCoast,shelaunchedaYouTubechannel,Blogilates,in2009topost

workoutroutinesforherformerstudents.Slowlybutsteadily,Cassey’sYouTube

audienceexpandedbeyondheroriginalstudents,andby2012,shewasworkingonherchannelfull-time.

Afterhersubscribersbeganaskingif

shesoldanymerch,Casseyrealizedherplatformcouldbecomeafull-fledged

brand.Shebegansellingprintedt-shirtsandyogabagsonline,andin2016,she

launchedPOPFLEX,anathleisurelinewithpiecesthathavebeenwornbythousandsofcustomers,includingTaylorSwift.

BlogilatesandPOPFLEXfostered

acommunityonYouTube,building

acustomerbasethathasdriventheirgrowthintoacombinedeight-figurebusinesswith30full-timeemployees.

Thissuccessalsopavedthewayforsuccessfulbrandextensions,includingherBlogilatescollectionatTarget.

Cassey’sreachnowextendsfarbeyondherformerPilatescohortwithover

10millionglobalsubscribers.

Casseycontinuestomakefitness

inclusiveandaccessible–amissionthathasradicallychangedherlifeandthelivesofmillionsofpeoplearoundtheworld.

.7M8B

SharedGrowthSharedLearningSharedCultureAppendix

“Myaudiencehasevolvedwithme.Nowthey’retheoneswhobuytheproductsandstickaroundfor

thelonghaul.”

CasseyHo

Blogilates

@blogilates

10

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

@FirstWeFeast

FirstWeFeastexpands

celebrityinterviewsintoan

award-winningbusiness

Afterworkingasacopywriterand

journalist,SeanEvansjoinedtheteam

atmediacompany,Complex,wherehe

conductedon-screeninterviewswith

celebrities.Hequicklygrewtiredofthe

traditionalcelebrityinterviewsetupandbegandiscussingwaystospicethings

upwithChrisSchonberger,thegeneral

managerofComplex’sfood-centricbrand,FirstWeFeast.Thepairdecidedthey

couldchangethegenrebyhavingstarseatprogressivelyspicierchickenwingsastheyansweredquestions,injectingfun,irreverenceandalittleheatinto

astaleformat.

SeanlaunchedHotOnesonFirstWe

Feast’sYouTubechannelin2015,filminginterviewswithcelebritieslikeGordonRamsay,TomHolland,LordeandShaq.

Brandedas“theshowwithhotquestionsandevenhotterwings,”HotOnesquicklybecameaculturalphenomenonand

redefinedwhatthetalkshowformatcouldlooklike.

TheYouTubechannelhasgrowntoover14millionsubscribersandbecomepart

ofthezeitgeist,frombeingparodiedon

SNLtowinningaWebby,aShortyand

anominationforaDaytimeEmmy.Hot

OneshasalsofueledFirstWeFeast’s

growthintoasignificantbusinesswith

amulti-milliondollarhotsauceenterprise,extensivemerchandiselinesandnumeroushigh-profilebrandpartnerships.Most

“Icouldn’thavecreatedHotOneson

traditionalTV.YouTubeletsmetake

risks.Noexecwouldhavegreenlit

‘Celebseatingwingsuntiltheycry.’Buthere,Ihadthespacetoproveitworked.”

SeanEvans

FirstWeFeast

recently,SeanwasnominatedforaCriticsChoiceaward–atestamenttotheshow’spopularityandYouTube’sreputationas

theepicenterofpopculture.

subsviews12

14.7M4.6B

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

ThePerkinsBrothersbuildmore

successfulandsustainable

careersinconstruction

ErikandJaimePerkinslearnedtheTheincometheyearnfromtheirchannel

constructiontradefromtheirfather,

Randy,whostartedacustomhome-buildingbusinessinthe1980s.WhenRandyretiredin2007,thebrotherstookoverthefamily

business.In2018,thebrothersdecidedtostartsharingtheircustomhome-buildingexperiencesonYouTubeafterbeingaskedtopotentiallyjoinarealityshow.

They’dbeenpostingontheirPerkins

BuilderBrotherschannelforoverayearwithoutmuchtraction–untiltheirvideoseriesaboutbuildingahousefromstarttofinishrackedupmillionsofviews.

Soon,thebrotherswereearningmore

fromYouTubethanfromtheirconstructionbusiness.Today,theyhavemorethan

onemillionsubscribers,and90%of

theirrevenuecomesdirectlyfrom

YouTubethankstoamixofadrevenue,sponsorshipsandproductplacements.

“TheincomefromYouTubeexceedswhatwemakebybuildinghouseswhichis

amazing.Soit’sbeenlife-changingasfarasbeingabletodothingsIdidn’tthink

wouldbepossible.”

ErikPerkins

PerkinsBuilderBrothers

hasthepotentialtoexpandsignificantly,unlikethebuildingprocess,whichis

constrainedtohowmuchtheycan

physicallydoinaday.Andthey’veevenbeenabletogivetheirfouremployeesbonusesbasedonhowmuchmoneythevideosmake.

ThebrothersareplanningtouseYouTubeininnovativewaystofuture-prooftheir

businessandprepareforretirement,

@PerkinsBuilderBrothers

whenphysicalworkinconstructionmaybecomemoredifficult.TheysayYouTubeisempoweringthemtobuildamore

successfulandsustainablebusinessthatisdesignedforthelonghaul.

subsviews

1.1M355M

14

Foreword

ImpactintheU.S.

SharedOpportunitySharedGrowth

SharedLearning

SharedCulture

Appendix

“YouTubehasprovidedmewithaplatformto

expressmycreativity,sharemypassions,and

connectwithaglobalaudience.Throughcreating

content,I’vedevelopednewskillsinvideo

production,editingandstorytelling.

Additionally,YouTubehasgivenmethe

opportunitytobuildacommunityoflike-minded

individuals,receivefeedback,andgrow

personallyandprofessionally.”

YouTubecreator(aged25–34)

California

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

Shared

Businessesreachnew

@HerculesCandy

audiencesandbuildtheirbrandsonYouTube

Growth

@zachemighjewelry

@DrTraceyMarks

*AccordingtoresearchbyOxfordEconomics16

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

Creatingopportunitiesfor

smallandmedium-sized

businessestogrow

JustasindividualcreatorsfindentrepreneurialsuccessonYouTube,businessesalsoleveragetheplatformtocreatecontentandcultivatetheirbrands.Theircontentcanrangefromtutorialsandhow-toguidesabouttheirproductstobehind-the-scenesglimpsesthatbuildbrandtrustandauthenticity.

YouTubeprovidesanarrayofpowerfultoolsthatfuelbusinessgrowth

andexpansion.BeyondthesharedadrevenuefromtheYouTubePartnerProgram,businessesbenefitfromincreasedbrandawareness(aidedbyourpersonalizedrecommendationsystems),directsalesviaYouTube

Shopping,robustfanfundingoptionsandmore.Thesetoolsleadtoa

growingaudienceandasalespipelinethatcan’tbefoundanywhereelse.

79%

79%ofSMBswhouse

YouTubeagreethatYouTubeisessentialtotheir

businessgrowth.*

71%

71%ofSMBswithaYouTubechannelagreethatYouTubeplayedaroleinhelpingthemgrowtheirrevenue.*

70%

70%ofSMBswhouseYouTubeagreethattheirYouTubeactivityhastranslatedintoincreased

activityoff-platform

(e.g.,expansiontolocalbrickandmortaroradditional

onlinestores).*

17

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

“YouTubehasbeeninstrumental

intransformingourbusinessby

providingadynamicplatformto

showcaseourproductsandengage

withaglobalaudience.”

YouTubeCreator(aged25–34)

California

YOUTube

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

HowFarmsWorkisoneof

manyFarmTubersgrowingtheir

businessesonevideoatatime

FarmTubers,creatorswhoofferauthenticglimpsesintotherealitiesoffarming—

fromtraditionalharvestpracticestoraisingchickens—havetakenrootonYouTube,

RyanrealizedYouTubecouldhelp

supplementhisfarmincomeandstarteduploadingvideosregularly.Hewassoonearning$5,000amonthfromhischannel.

buildingloyalaudiencesandearningmeaningfulincomes.

Oneofthefirstcreatorsinthisniche

genrewasRyanKusterofHowFarms

Work.GrowingupinWisconsin,helovedspendingtimeonhisgrandfather’sdairyfarmanddreamedoffollowinginhis

footsteps,butworriedthatitwasn’tafinanciallyviablecareerpath.Whileincollege,hepostedsomeclipsofhis

grandfather’sfarmonYouTubejustforfunandlatersawthevideoshadrackedupover14,000views.

“YouTubehelpedgrowourfarm

operationtowhereit’ssustainableformetostayhomeandbe

afull-timefarmer.”

RyanKuster

HowFarmsWork

Afterhisgrandfatherpassedaway,

Ryantookoverthefamilyfarm.He

nowraisesbeefcattle,alfalfa,cornandsoybeans—andreinveststhemoneyheearnsfromYouTubeintofarming

equipment.Hischannelnowhasover300,000subscriberswhotunein

towatchhimworkthesamegroundhisgrandfatheroncefarmed,honoringhisheritageandsharinggenerations-old

@HowFarmsWork

agriculturalpractices.

312K111M

subsviews

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

Fromhometohomeroom,YouTubeprovidesaccesstoaworldofinformation

@stewarthicks

SharedLearning

@BriReads

@Official_RainbowLoom

YOUTube

ForewordImpactintheU.S.

FamiliesvalueYouTube

asaresourceforlearning

anddiscovery

YouTubeprovidesparentswithatrusted

environmentfortheirchildrentoexplore,learnanddiscoveronline.Withaccessibleparentalcontrolsandqualityprinciplestoguide

creators,YouTubeoffersadiversevarietyofage-appropriateandenrichingvideos.

66%ofparentswhouseYouTubeagreethatYouTube(orYouTubeKids)playsanimportantroleintheirchildren'sdiscoveryoftheworld.*

66%

SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

@monicajsutton

74%ofparentswhouseYouTubeagreethatYouTube(orYouTubeKids)helpstheirchildrenlearn.*

74%

*AccordingtoresearchbyOxfordEconomics21

22

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

“YouTubeisoneofthemost

accessibleandengaging

multimediaplatformson

theinternet,anditactsas

abridgetobuildconnections

withmystudents.”

EricCross

Middleschoolscienceandtechnologyteacher,California

*AccordingtoresearchbyOxfordEconomics23

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

TeachersturntoYouTube

toenhancelearning@BriReads

●

YouTubehasalwaysbeenago-toplatformforenriching

content–andlearningisnoexception.Whetherit’schemistry,chessorcoding,YouTubeoffershigh-qualityvideos,

forlearnersofallages,poweredbyworldclasscreators,includingmanywhoareexperiencedteachers.

90%

YouTubevideosareoftenusedbyteachers–inandoutoftheclassroom–becausecreatorsareinventiveandcompellingstorytellerswhobringtheirsubjectmattertolifeandinspirelearnerstogofurtherwithideasattheirownpace.

80%

90%ofteacherswhouse

YouTubereportthattheyhaveusedYouTubecontentintheirlessonsand/orassignments.*

80%ofteacherswho

useYouTubeagreethatYouTubehelpsincreasestudentengagement.*

78%ofteacherswhouse

78%

YouTubeagreethatYouTube

helpsstudentstocontinueto

learnoutsideoftheclassroom.*

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

TheAmoebaSisterssharealoveof

sciencetoenhancelearningforall

Asabiologyteacher,BriannaRapiniwasoftenonthelookoutforengagingways

toexplaincomplexscientifictopicsto

herstudents.In2013,whilechattingwithhersisterSarinaPeterson,shelikened

enzymestoPac-Manandinspiration

struck.BriannarecordedalessonaboutenzymesandSarina,aprogramanalystwithapassionforart,illustrateddrawingstogowithit.

Thisvideomarkedthebeginningof

thesisters’channel,AmoebaSisters,afunsideprojectthatusescartoons,humorandengaginglessonstodemystifyhighschoolbiology.In2016,theybeganmonetizing

thechannel,andbythefollowingyear,ithadgainedsomuchtractionthattheyquittheirjobstoworkonitfull-time.

Sarina–whohonedherartskillsby

“Alotofteachersaresosmartthatit

canbehardforthemtobreakdown

reallycomplexsubjectsfortheir

students.Butthecartoonaspectofourchannelgivesthemawaytodemystifythingsandmakeitlessintimidating.”

SarinaPetersonAmoebaSisters

watchingYouTubecreatorslikeBrookesEggleston–handlestheart,whileBriannawritesthescriptsandrecordsthelessons.Theiraudienceincludesteachers,students,retireeswhoarepursuingnewcareers

andevenafive-year-oldwhowasable

toexplainDNAreplicationafterwatchingoneoftheirvideos.

Whiletheirimpacthasincreasedfromoneclassroomtoaglobalaudienceofmore

thantwomillionsubscribers,thesisters

remaincommittedtotheiroriginalmissionofprovidingfree,high-qualityeducation

thatsparksalifelongloveofscience.

@AmoebaSisters

s.47M5M

*AccordingtoresearchbyOxfordEconomics25

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

Peopleofallagescometo

YouTubetolearnandgrow

Everyday,peoplecometoYouTubetounderstandtheworldaroundthem.Theydiscovernotjust

answers,butcompellinganddynamicvisual

explanationsforeverythingfromchangingatire

totheengineeringmarveloftheGoldenGateBridge.

“ThroughYouTubeIhaveaccess

toawealthofeducationalcontent,tutorialsandexpertinsightsthathavehelpedmeexpandmyknowledge

andskillsinbothprofessionalandpersonalareas.

Anythingyouwanttolearn,from

cookingtoadifferentlanguage,youcanlearnitonYouTube.It’shelpedmelearnsomuchonavarietyoftopicsI’minterestedin.”

YouTubeviewer(aged18–24)Iowa

92%ofusersreportusingYouTubetogather

informationandknowledge.*

Foreword

ImpactintheU.S.

SharedOpportunity

SharedGrowth

SharedLearningSharedCulture

Appendix

“IlearnedhowtodorepairsduetoYouTube

videos.Thissavedmybusinessbecause

mycustomersmainlyneededrepairsover

aregularcleaningservice.

HadInotlearnedwhatIneeded,Iwould’ve

lostalargeportionofmycustomers.”

YouTubeviewer(aged25–34)

Texas

26

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

CreatorssharetheirvoicesandshowviewerstheworldthroughYouTube

@KukuwaFitness

SharedCulture

@kalama_polynesian_dancers

@MadeWithLau

YOUTube

ForewordImpactintheU.S.SharedOpportunitySharedGrowthSharedLearningSharedCultureAppendix

Theepicenter

@kalama_polynesian_dancers

ofculture

Fromglobalathleticcompetitionsandmusic

festivalstopivotalworldevents,cultureplays

outonYouTube.Beyondthesemajormoments,YouTubeenablesviewerstodiscovercontent

tailoredtotheirinterests,whetherthat’slearninganewskillthroughcookingtutorialsorenjoyingdynamicdanceperformances.

Oneofthemostrelevantformatsdrivingculture–podcasts–isthrivingonYouTube.YouTubeisnowthemostfrequentlyusedservicefor

listeningtopodcastsintheU.S.*

YouTubehasbeen#1in

streamingwatchtimeintheU.S.

formorethanayear.**

“TheundergroundmusicsceneisvibrantonYouTubeand

hummingwithnewcreatorsthatIneverwouldhaveknownaboutwithoutYouTube.”

YouTubeviewer(aged1824)

Iowa

1B

AsofJanuary2025,therearemorethan1billionmonthlyactiveviewersofpodcastcontentonYouTube.***

YouTubeisthelargestmusic

stageintheworld,reachingover100countries.****

*AccordingtoresearchbyKantar***YouTubeInternalData,Jan2025

**AccordingtoresearchbyNielsen,Sept2024****YouTubeInternalData,2022–202428

*AccordingtoresearchbyOxfordEconomics